nercomp 2005 “the young and the wireless”: young people’s immersion in technology
DESCRIPTION
NERCOMP 2005 “The Young and the Wireless”: Young People’s Immersion In Technology. Dan Drath Vice President - TRU 8 March 2005. Teens’ Most Frequent At-School Wireless Phone Activities. Check the time47% Make calls outside class24% - PowerPoint PPT PresentationTRANSCRIPT
NERCOMP 2005
“The Young and the Wireless”: Young People’s Immersion In Technology
Dan DrathVice President - TRU
8 March 2005
Teens’ Most Frequent At-School Wireless Phone Activities
Check the time 47%
Make calls outside class 24%
Send text messages outside class 12%
Send text messages inside class 11%
Play games 10%
Use the calculator 8%
Access the ‘Net/Web 6%
Listen to music 5%
Make calls during class 3%Teens 12-19
“Check all that apply”Source: The TRU Study™
Agenda> Millennials: Who Are They?> The ‘Net: What’s Been Its Impact?> Wireless Phones: It’s Mid-Morning in a New
Communication Era> Designing “Dorm-o-topia”: the Perfect Dorm Room> Technology’s Underbelly:
Teens Gone Wild!
TRU - Teenage Research Unlimited
> Custom Research» Trendwatch™ Panel» Numerous tech clients
> The TRU Study™» Updated twice a year» Quantitative study: 2,000
12- to 19-year-olds» Measures: Coolest Brands, Teen
Spending, Media Habits,Tech Involvement, Device Ownership
Born To Be Wired… Actually, Wireless
Affects: Dress
Shop
Learn
Are entertained
Socialize
Interact
Number of U.S. Births(In Millions)
2.0
2.5
3.0
3.5
4.0
4.5
5.0
1945
1947
1949
1951
1953
1955
1957
1959
1961
1963
1965
1967
1969
1971
1973
1975
1977
1979
1981
1983
1985
1987
1989
1991
1993
1995
1997
1999
Boomers(1946-1964)
Generation X(1965-1976)
Millennials(1977-1994?)
Millennials: The Next Big Demographic Force
Source: US Census Bureau
106 million Gen Ys:37% of U.S. population
Tech Stats: teens 16-18
Think it’s Plan toPassing
cool purchase fad
iPod/MP3 63% 32% 20%
Camera phone 55% 23% 28%
Laptop 70% 45% 5%
WiFi 53% 14% 13%
Palm/PDA 42% 9% 30%Source: TRU’s Omnibuzz™
July ‘04
Impact of this Technology
> Changes who and how they meet> Strengthens relationships> Creates new outlets for self-expression> Builds new communities> Levels the playing field> Radically changes how they shop> Leads them to push limits (and the
rules!)
Internet Time Now ExceedsTV Time
In a typical week, how much time do you spend with…(Average # Hours Shown)
17.4 17.316.2
15.5
12 12
14.4
11.3
9.610.9
8.1 7.66.8
7.5
15.9
13.7
13-15 16-18 19-20 21-24
InternetTVRadioTelephone/Cell
Source: The Born to Be Wired Study, 2003
Media Saturation Point
> All media use: -4%
> Radio: -20%
> Newspaper: -20%
> TV: -7%
> Magazines: -24%
> Internet: +63%
Time Spent with All Media Among Teenagers (1998-2003)(Mean Hours per Week)
38 39 39 3942 40 39 37 37 37
Fal
l 19
98
Sp
rin
g 1
999
Fal
l 19
99
Sp
rin
g 2
000
Fal
l 20
00
Sp
rin
g 2
001
Fal
l 20
01
Sp
rin
g 2
002
Fal
l 20
02
Sp
rin
g 2
003
The Millennial Online Experience
Tina’s Life:
With the ‘Net
Tina’s Life:
Without the ‘Net
The Millennial Online Experience
The Millennial Online Experience
College Student’s Online Experience
College Student’s Online Experience
Wireless Phone Ownership17- to 19-year-olds
11%19% 22% 20%
35%45%
55%63% 67%
1996 1997 1998 1999 2000 2001 2002 2003 2004*
* 18-19 only
10% 9% 10% 11%17%
26% 29% 31%37%
1996 1997 1998 1999 2000 2001 2002 2003 2004*
Wireless Phone Ownership12- to 14-year-olds
* Includes 15-year-olds
Including 21% of 12-year-olds!
Teens’ Wireless Phone Evolution
Early/Mid ‘90s: Teens want any phone
Teens’ Wireless Phone Evolution
Mid- to late-90s:Having the right phone:Brand, model becoming important
Teens’ Wireless Phone Evolution
Nokia 5160:The Teen Phone
Teens’ Wireless Phone Evolution
Late 90s:Color on the outside!
Teens’ Wireless Phone Evolution
Silver, sleek, and flip:
Nokia backlash, Motorola emergence
Teens’ Wireless Phone Evolution
Color on the inside
Teens’ Wireless Phone Evolution
Features! Cameras, SMS, PIM
On-Campus Tech: college-bound teens 16-18
Extremely/VeryLikely to have
Cell phone 61%
Laptop 59%
Digital camera 39%
MP3 player 35%
Landline 34%
Cell phone, college’s area code 24%
Source: TRU’s Omnibuzz™January ‘05
, parents’ area code
With technology playing such a prominent role in their lives…
…how do they want it integrated?
All this technology…
…always a good thing?
Born To Be Wired… Actually, Wireless
